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Apple Watch loses steam as global smartwatch shipments dropped in 2024

For the first time ever, global smartwatch shipments declined in 2024, with Apple experiencing its sharpest downturn yet.

According to a recent report by Counterpoint Research, the worldwide smartwatch market fell by 7% in 2024, marking the market's first-ever annual decline. Apple maintained its leading market share position, but saw a significant 19% year-over-year drop in shipments.

Apple's shipment struggles were notably pronounced in North America, driven by the absence of anticipated models like the Apple Watch Ultra 3 and limited new features in the existing Apple Watch Series 10.

Analysts attribute Apple's slide to tougher competition, minimal upgrades in Apple's S10 lineup, and patent issues affecting the first half of the year. These patent issues include legal battles with medical technology firms AliveCor and Massimo.

AliveCor accused Apple of infringing on its electrocardiogram (ECG) technology patents, initially securing a favorable ruling from the International Trade Commission that recommended an import ban.

Apple's victory at the U.S. Patent and Trademark Office led to the dismissal of the case. Meanwhile, a separate dispute with Masimo resulted in an import ban on Apple Watches containing certain ECG features.

Additionally, sluggish performance from the Apple Watch SE lineup, along with no updates to these entry-level models, contributed to weaker consumer interest. While Apple faltered, Samsung and Xiaomi gained ground.

Bar chart comparing global smartwatch market share in 2023 and 2024, with percentage change indications for major brands. Global market share for smartwatches. Image credit: Counterpoint Research

Samsung recorded a modest 3% increase in shipments, spurred by new models like the Galaxy Watch 7, Galaxy Watch Ultra, and Galaxy Watch FE series. Xiaomi surged into the top five brands globally for the first time, driven by the popularity of its Watch S1 and Redmi Watch series.

Bar chart showing regional smartwatch shipment market shares for 2023 and 2024, with China, India, NAM, Europe, AP ex Ch, IN, MEA, and LATAM segments. Image credit: Counterpoint Research

China overtook North America and India to become the leading smartwatch market globally, propelled by local brands such as Huawei, Xiaomi, and Imoo. China's rise was bolstered by a diverse portfolio that appealed to varied consumer segments, including children's smartwatches.

Recovery may be gradual for Apple Watch

Moving forward, Counterpoint predicts a slow recovery for the smartwatch market, forecasting modest single-digit growth in 2025. Future smartwatch models, for both Android and iOS, are expected to feature advanced AI capabilities and enhanced health sensors.

These sensors address conditions like atrial fibrillation, sleep apnea, hypertension, and diabetes. Brands will likely focus on regulatory approvals for advanced health features to rejuvenate consumer interest and drive market recovery.

20 Comments

Cesar Battistini Maziero 9 Years · 432 comments

My watch broke 2 years ago, and sincerely, I don't miss it.

Maybe a new sensor would make me consider again....

2 Likes · 3 Dislikes
darbus69 10 Years · 86 comments

My watch broke 2 years ago, and sincerely, I don't miss it.
Maybe a new sensor would make me consider again....

How can you not miss a remote for your AppleTV, remote for your phone, quick glance at a text, timer or alarm warning, email or important health alert when you are busy and the myriad of other time saving features the AppleWatch provides (especially now that I am at a ”mature” time of my life  :s

6 Likes · 2 Dislikes
danox 12 Years · 3612 comments

Counterpoint with their 

semiyearly
 Apple is doomed in some way posting….

3 Likes · 3 Dislikes
AppleZulu 9 Years · 2332 comments

"

Meanwhile, a separate dispute with Masimo resulted in an import ban on Apple Watches containing certain ECG features."

I thought the Masimo deal was about the blood oxygen sensor, not ECG.

1 Like · 0 Dislikes
auxio 20 Years · 2780 comments

darbus69 said:
My watch broke 2 years ago, and sincerely, I don't miss it.
Maybe a new sensor would make me consider again....
How can you not miss a remote for your AppleTV, remote for your phone, quick glance at a text, timer or alarm warning, email or important health alert when you are busy and the myriad of other time saving features the AppleWatch provides (especially now that I am at a ”mature” time of my life  :s

These days I always end up questioning whether people make statements from the heart or from the wallet (their investments, who they work for, some other self interested reason).

From the heart (no investment in Apple, don't work for them or anyone associated, just an engineer who appreciates well engineered products), the watch is now indispensable for me. No matter how heavy I made the buzz on my phone before, I always used to miss things. That and being able to listen to music while I workout without carrying my phone around are the biggest reasons it's indispensable.

That said, if they made another device which was smaller, lighter and could do the same things, I'd gladly give up wearing something on my wrist.

5 Likes · 0 Dislikes